The Advertising Standards Authority has decided not to launch an official investigation into the 29 complaints received.
The television ad is set in Ghana and features farmers that grow the cocoa pods Cadbury uses in its chocolate. It shows a giant tribal head raining cocoa pods as it passes through a typical Ghanaian village.
Complainants accused the spot of being demeaning and of perpetuating stereotypes of African people. However, a spokesman for the ASA says that the watchdog’s Council concluded the ad did not include material that is likely to cause “serious or widespread offence”.
A Cadbury spokeswoman says it is “delighted” with the watchdog’s verdict on the campaign, which it claims “has been widely welcomed by Ghanaians including community leaders both in Ghana and in the UK”.
“We went to considerable lengths to ensure that this is an authentic Ghanaian production, with a Ghanaian cast and crew of over 400 people – and something which Ghanaians can feel proud of,” she adds.
The soundtrack used in the ad, Zingolo, was performed by Ghanaian music star Tinny and released as a single with all profits going to CARE International charities to fund education projects in the region.